For your business to earn sales, you need to track the customers’ journey from start to finish. By tracking the customer’s journey, you can deliver relevant marketing material at the right time and convert more prospects — also known as end-to-end (e2e) marketing.
End-to-end marketing, also called full-funnel marketing, will help you market your business more effectively to increase sales. But what is it?
On this page, we’ll cover everything you need to know, including:
- What is end-to-end marketing?
- What is full-funnel marketing?
- End-to-end marketing and full-funnel marketing: How do they work together?
- Why create an end-to-end experience?
- 3 quick tips for creating a full-funnel marketing strategy
Keep reading to learn more!
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What is end-to-end marketing?
End-to-end marketing involves viewing individual marketing touchpoints as part of the whole picture of a customer’s journey. This strategy covers multiple channels and campaigns users interact with during their journey.
What is full-funnel marketing?
In addition to end-to-end marketing, you’ll also hear people talk about full-funnel marketing. Full-funnel marketing involves marketing to prospects based on where they are in the marketing funnel.
End-to-end marketing and full-funnel marketing: How do they work together?
Now that we’ve answered “What is end-to-end marketing?” and “what is full-funnel marketing,” it’s time to look at how these two strategies work in unison to help drive success with your marketing.
E2e marketing and full-funnel marketing both focus on tracking the customers’ journey and delivering the right content at the right time. End-to-end marketing focuses on marketing to prospects from the time they enter the funnel until they get to the bottom and convert.
Essentially, these two strategies work in tandem to help you market to prospects at the right point in the sales funnel and nudge them through that funnel toward conversion.
Why create an end-to-end experience?
If you’re on the fence about creating a full-funnel marketing strategy, here are a few reasons to invest in end-to-end marketing:
1. E2e marketing helps you earn more sales
When looking at full-funnel marketing, one of the biggest benefits is that it helps you earn more sales. End-to-end marketing helps you identify where prospects are in your sales funnel. When you know where prospects are in the sales funnel, you can deliver information that matters most to them.
Companies continually bombard your target audience to try to get their attention. As a result, prospects won’t engage with marketing materials that aren’t relevant to where they are in the sales funnel.
For example, sending a demo to prospects at the top of the funnel won’t convince them to convert. Those prospects are just discovering what you offer.
When you provide the relevant information at the right time, you nudge prospects down the sales funnel and move them toward conversion.
2. E2e marketing helps you retain loyal customers
Another benefit of end-to-end marketing is that it helps you retain loyal customers. Did you know that 65% of business revenue comes from existing customers who know your brand? Obtaining and maintaining loyal customers is a crucial component for helping your business continue to grow.
With full-funnel marketing, you help deliver information to prospects at the bottom of the funnel who’ve already converted. These marketing materials help you get those prospects to keep buying from your company.
3. E2e marketing helps you improve your marketing
The last benefit we’ll cover regarding the end-to-end experience is that it helps you improve your marketing. As you deliver different types of content to your prospects, you can determine what content works and doesn’t work.
By gaining this insight, you can improve your marketing materials to deliver more relevant information to your audience. As a result, you’ll increase leads and conversions for your business.
3 quick tips for creating a full-funnel marketing strategy
Now that you understand the importance of e2e marketing, you may be eager to get started. If you want to launch your full-funnel marketing strategy, check out these three quick tips to help you get started:
1. Create buyer personas
When you develop your full-funnel marketing strategy, you must create buyer personas. Buyer personas are fictional representations of real customers interested in your business. These personas help you identify who is interested in what you offer, so you can market to them appropriately.
Buyer personas are critical for end-to-end marketing because it helps you understand who is interested in your business, so you can deliver marketing materials that resonate with them.
If you’re a baby supply store, for example, parents with newborns will have different interests than those with toddlers. You may have some parents who prefer organic products or parents that are looking to stretch their dollar and want something affordable.
By creating these buyer personas, you can tailor your marketing to fit prospects’ interests and keep them engaged.
2. Determine which marketing channels you want to use
With end-to-end marketing, another critical component is determining your marketing channels. Once you know who you’re targeting, the next component you need to figure out is what channels to use to target prospects.
You can use numerous strategies to market to prospects, including:
- Search engine optimization (SEO)
- Pay-per-click (PPC) advertising
- Social media marketing
- Social media advertising
- Content marketing
- Video marketing
- And more
You can use multiple strategies at different stages of the sales funnel to market to prospects. For example, you might use SEO to market to prospects toward the top of the funnel but run a social media ad for prospects who are at the end of the funnel. You may opt to use a strategy like SEO for every stage of the funnel — how you use the strategies will depend upon your audience.
By identifying which marketing tactics you want to use, you can figure out how to market to prospects.
3. Survey your prospects
When you’re creating the end-to-end experience, you’ll want to survey your prospects. Surveying prospects is a great way for you to understand what aspects of your marketing got them to engage with your business.
This feedback is crucial for helping you understand how your marketing efforts impact your audience. You can survey your loyal customers to get a feel for how they perceive your brand, what they like, and more. This information can help you better understand what drew them to your business.
Additionally, it can help inform you about your current buyer personas, so you can adjust them to market to prospects better.
Need help launching your full-funnel marketing strategy?
An end-to-end marketing strategy is critical for helping you nudge prospects from the top to the bottom of the funnel. If you’re ready to invest in full-funnel marketing, the experts at WebFX can help you get started.
As a full-service digital marketing agency, we offer all the strategies you need to market your business to prospects. We’ll help you craft a marketing strategy that takes prospects from the top of your funnel to the bottom.
When you invest in digital marketing services from WebFX, you can feel confident you’ll drive more sales for your business. In the past five years, we’ve driven over $3 billion in revenue for our clients.
Ready to create an end-to-end experience that grows your business? Contact us online or call us today at 888-601-5359 to speak with a strategist!
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